Mulberry is a British luxury brand founded in Somerset in 1971.
From a strong UK following, Mulberry's strategy is to grow as a global luxury lifestyle brand, focusing on product innovation and superior customer experience.
Core commercial focus of leather accessories, driven by innovation and craftmanship.
Enhancement of men's, footwear, ready-to-wear, soft accessories and jewellery.
Largest manufacturer of leather goods in the UK with two Somerset factories employing 600 people and manufacturing approximately 50% of Mulberry bags.
Accessible luxury, offering the best value for price.
The design studio is based in London where seasonal collections are conceived under the creative direction of Johnny Coca.
114 owned and partner stores in 27 countries with omni-channel capability in key cities in the UK, Europe and North America.
Mulberry.com trades in seven currencies, four languages, ships to over 190 countries and offers a variety of integrated omni-channel services.
1,400 employees globally, of which 600 in manufacturing in Somerset.
The Board’s long term objective is to grow Mulberry as a global luxury brand, offering unique and desirable product at the best value for price; creating shareholder value. The Group considers that revenue growth is the key performance indicator with which this goal can be measured.
Customer-led strategy centred on innovation and craftsmanship, with leather accessories the core commercial focus.
New bestsellers established and iconic ranges revitalised under creative direction of Johnny Coca (joined 2015).
Complementary lifestyle categories, including men's, shoes, ready-to-wear, soft accessories and jewellery, have been further developed and enhanced.
Direct to customer business with approximately 80% of sales from directly operated stores and mulberry.com.
Business partnerships established in high potential Asia markets (China, Hong Kong, Japan, Korea). (eliminate space before coma following Japan; add space after coma before Korea).
New store concept introduced in Regent Street store during summer 2018 with global rollout commenced during 2019.
Marketing & Brand
Integrated approach to communication across both new and traditional forms.
Majority of marketing investment allocated to Digital.
Programme of customer events to launch seasonal collections providing an instantly shoppable, real-time experience.
Commitment to “Made in England” strategy, with continued investment and development of the two UK factories in Somerset which manufacture approximately 50% of bags.
Agile supply chain from UK manufacturing enabling faster reactivity and reduced lead times.
Specialist Artisan studio within each factory showcases the Group’s distinctive British craftmanship on special and limited edition products.
Somerset based customer services.
Digital & Omni-Channel
Penetration of Digital sales on total brand sales approximately 20% through consistent investment in platform.
Digital concessions with strategic partners have been introduced including JD.com, Secoo, Vip.com and Tmall.
Founded in Somerset, England.
First stores open in London and Paris.
First factory opens in Somerset (The Rookery).
Mulberry Group plc listed on AIM.
Godfrey Davis appointed as CEO.
Bestselling Bayswater bag launched.
Award winning Apprenticeship programme introduced. First US store open
Second factory in Somerset opens (The Willows).
Thierry Andretta (CEO) and Johnny Coca (Creative Director) appointed.
JV agreements completed in China, Hong Kong and Japan.